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[ABOUT THE DESIGNER] Let me introduce myself and tell you how I got here in the first place. My name is Ana Dinuta and I would describe myself as a creative spirit with an analytical education. I'm actually an experienced building architect that at some point decided that she would very much appreciate seeing her ideas 'built' more often (as we all know every project lasts in between 1 and 5 years from concept to completion). That was the moment when childhood passions awakened to life and I started studying fashion design and pattern design and afterwards experimenting with all pieces of fabric that got into my hands and reading and researching a lot.

[ABOUT THE APPROACH] And then - as I also love to make myself useful - the question came naturally: 'Does the world really needs me to design some new clothing item', considering that I'm no Coco Chanel, nor Miuccia Prada or Alexander McQueen and most of all given the total waste in the industry and its environmental impact? This is just a very short list of waste sources:

  • + supply chain waste - on average, 35% of all materials in the supply chain end up as waste before a garment or product reaches the consumer,

  • + consumer use waste - for every 1000 people, up to 1.1 kg of microfibres are released into local waterways daily, which is equivalent to the pollution caused by approximately 150 plastic bags,

  • + end of use waste - 57% of all discarded fabrics end up in landfill.

[ABOUT THE BRAND] I didn't find the answer quite easily but I started studying fashion styling as means of refreshing the look with the clothes already in the closet (first reuse method I saw). And one step forward, as designing is still my best asset, I started – brand and manifesto. This is an up-cycling luxury womenswear brand that works with textile waste resulted in the cutting process at the clothing factories or other types of discarded fabrics and aims a 'zero waste' process for the entire production cycle. Classic patterns and fits, with a minimum of transformations, deconstructed in a modular manner and patchwork like textures together with handmade sewing and appliqués shape our collections. We believe in slow fashion as we make unique items (they could never be identically reproduced due to the scarcity in similar fabrics) and discourage 'compulsive' buying as we only work on custom order. Our items are produced with a lot of sewing hours and thus resulting rather expensive but stay with us, we will soon be offering a 'lease plan'. We will never give up trying to be 'problem solvers'.

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